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Businesses communicate using Twitter for a variety of reasons -- to raise awareness of their brands, to market new products, to respond to community comments, and to connect with their customers and potential customers in a targeted manner. For businesses to do this effectively, they need to understand which content and structural elements about a tweet make it influential, that is, widely liked, followed, and retweeted. This paper presents a systematic methodology for analyzing commercial tweets, and predicting the influence on their readers. Our model, which use a combination of decoration and meta features, outperforms the prediction ability of the baseline model as well as the tweet embedding model. Further, in order to demonstrate a practical use of this work, we show how an unsuccessful tweet may be engineered (for example, reworded) to increase its potential for success.
Companies and financial investors are paying increasing attention to social consciousness in developing their corporate strategies and making investment decisions to support a sustainable economy for the future. Public discussion on incidents and eve
Basic human values represent a set of values such as security, independence, success, kindness, and pleasure, which we deem important to our lives. Each of us holds different values with different degrees of significance. Existing studies show that v
The problem of predicting peoples participation in real-world events has received considerable attention as it offers valuable insights for human behavior analysis and event-related advertisement. Today social networks (e.g. Twitter) widely reflect l
A growing number of empirical studies suggest that negative advertising is effective in campaigning, while the mechanisms are rarely mentioned. With the scandal of Cambridge Analytica and Russian intervention behind the Brexit and the 2016 presidenti
Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on